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Abstract

The purpose of this study was to examine the stereotypes of race and gender that were represented in Verizon Wireless television commercials. I examined five commercials chosen via YouTube and analyzed the ways in which Verizon presented specific race and gender in each commercial. This study contributed to the previous limited research that focuses on stereotypes of race and gender in cell phone television commercials. My findings revealed that Verizon uses stereotypical gender role and racial images to represent their phones as well as other cell phone companies in the United States. One major implication of this study is that one who sees a Verizon commercial will be able to view it in an ideological and critical ways and to recognize the ways in which the media create messages.